Good strategy reshapes reality into a story people want to believe.

Strategy is storytelling.

And like any great story, creating strategy requires developing a beginning, a messy middle, and an end.

The Beginning: We spend the most time here, mapping the players, dynamics, constraints, and unknowns. No shortcuts. You can’t solve for what you don’t understand.

The End: We skip to sharpening the resolution. Forget the constraints for a moment; what does a fairytale ending really look like? When the destination is clear, navigating the messy middle becomes easier.

The Messy Middle: This is where complexity turns into indecision, misalignment, and abandoned plans. The key is designing a roadmap that isn’t just logical but convincing.

Strategy needs to make sense, but more importantly, it needs to feel inevitable.

Here's my approach:

Strategy as storytelling